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Rusk

Rusk has long been trusted behind the chair and backstage at fashion shows, but in today’s crowded beauty market, legacy alone isn’t enough. Our agency partnered with the brand to reconnect with its creative roots and translate decades of professional credibility into a bold, modern platform for both stylists and consumers.

This case study shows how we sharpened Rusk’s positioning, clarified its voice, and built a new packaging program that removed the clutter to better showcase the brand’s iconic, award-winning products and creative edge.

Services

Brand Strategy
Positioning
Brand Architecture
Package Design
Copywriting
Cross Channel Marketing Outsourced CMO Support

RUSK DC GROUP Front

BRAND STRATEGY

We immersed ourselves in RUSK’s origin story – born on the streets of Glasgow with an anti-establishment edge – and used it to define a strategic direction that honors the brand’s founder story while speaking to today’s confidence-driven consumer. The result is a brand strategy that positions RUSK not as a legacy holdover, but as a pro-rooted authority that empowers stylists and consumers alike to own their look without compromise.

POSITIONING + BRAND ARCHITECTURE

RUSK’s portfolio spans care, styling, finishing, hair color, and hot tools. Starting with their signature products in the Designer Collection, our team helped streamline communications on-package while differentiating the overall catalog. We built a brand architecture that organizes the portfolio around benefit-driven pillars and sharpened RUSK’s positioning around a single, unifying idea: no one needs more products, they need the right products that truly work.
Texturize & Define Group Image

PACKAGE DESIGN

We led the redesign of RUSK’s Designer Collection and Care packaging, preserving the iconic product names stylists already reach for while introducing a bold, modernized aesthetic that commands shelf presence. The new look focuses on color to define categories, shifts the brand/product hierarchy, and uses white space to direct the eye. Category-defining color gradients replace the original illustrations, modernizing the system for a new audience.

COPYWRITING

From product descriptions to campaign headlines, we developed a voice for RUSK that’s direct, unapologetic, and stylist-fluent, mirroring the fearless creativity the brand was built on. Fluff-free benefit communications crafted with fewer words, more meaning.
Volume & Body Group Image
QUENCH REGIMEN DUO 10 OZ
VIVID MODEL BEFORE

CROSS CHANNEL MARKETING

While new packaging and products are exciting, driving sales will always be our focus. We built an integrated marketing program that connects RUSK’s distributor, professional, and consumer community through performance marketing vehicles. The cross-channel strategy ensures a consistent brand experience from discovery through loyalty.
High Res RGB JPG Designer Collection 10 oz.

OUTSOURCED CMO SUPPORT

Acting as an extension of RUSK’s leadership team, we provide ongoing strategic oversight across brand, product launches, and go-to-market planning — filling the CMO seat without the full-time overhead. This partnership gives RUSK the executive-level marketing direction needed to move fast, stay focused, and scale with intention as the brand evolves.

From the Client

“The Brandettes team delivered significant transformation across our portfolio—from refreshed brand positioning to standout packaging and a smarter channel strategy that’s already driving momentum. Their thinking was sharp, strategic, and deeply commercial. They didn’t just make our brands look and sound better—they made them stronger.”

David Rosenblatt

CEO, Beauty Quest Group

Content courtesy of RUSK

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